Microdot hits Friends of the Earth’s button

Friends of the Earth has unveiled the identity for its latest subscriber initiative, called Campaign-express, designed with Microdot Visual Communications.

Campaign-express kicks off as a direct mail initiative requesting a “rapid response” from recipients on issues such as GM food and animal welfare. The identity will next be rolled out on campaign packs, leaflets and advertising.

An orange and black logo has been designed by Microdot, while leaflets and information packs were created in-house by Friends of the Earth art director Brenda Lardner.

Of the identity she says: “I wanted a design that reflected instant communication and action. We chose a modern marque that looked like a button to recall the idea – press for change.”

Lardner was previously senior designer at the London Transport Museum. She joined Friends of the Earth in April.